The Long Aisle with Lucas Ballasy: Inside the Minds of CPG Founders in it for the Long Haul
The shelf is unforgiving. The economics are brutal. There's plenty of content about the tactics to survive it. None of it is about the person doing the building. What it takes to believe in what you're building and keep showing up. On The Long Aisle, Lucas Ballasy sits down with the founders and operators building CPG brands tto last: how they think, how they live, and what keeps them going. Learn more about Lucas at lucasballasy.com.
Episodes
Anna Zesbaugh is the founder and CEO of Corpse Reviver, a non-alcoholic, tea-based sparkling electrolyte drink with a can design that looks unlike anything else on the functional beverage shelf. Furloughed at 24, she built three businesses over the next six years before closing two of them to bet everything on Corpse Reviver, which is now in stores such as Walmart, Whole Foods, and Erewhon.
In this conversation, we get into what it ...
George Milton co-founded Yellowbird Foods with his partner Erin Link, tilling up their Austin backyard for 150 habanero plants and building a national hot sauce brand on the belief that real food shouldn't need preservatives, sugar, and salt to taste good. He came to it from a music career, selling bottles out of a backpack at his own shows, and ran it self-funded for years before it became something that could pay him back.
In this...
Gardar Stefansson, co-founder/CEO of GOOD GOOD, built a no-added-sugar jam brand out of Iceland, a country of 350,000 people, by betting that a sugar-free spread could actually taste like something worth eating. He started with a stevia sweetener company that didn't work, pivoted to jam, and has been scaling ever since.
In this conversation, we get into how a follower bet with his marketing team turned into running two marathons in ...
Michael Fisher, founder/CEO, built Rotten from his kitchen with zero food science background, a 90s gross-out aesthetic, and a belief that better-for-you candy shouldn't have to look the part.
In this conversation, we get into what it felt like to receive a cease and desist from Ferrara, makers of Nerds, before a product even launched, how $200K worth of sticky, off-spec gummy worms became a TikTok campaign, and why Michael calls hi...
Lucas announces the launch of The Long Aisle, while on a run, and what inspired the series.
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